I spent my formative years in Calcutta, in solid middle class surroundings. The only cars in the street those days were Ambassadors with some Premier Padmini’s zipping by. Televisions were a luxury and entertainment meant Wednesday evening Chitrahaar. We had no cell phones those days, communication was written and cricket was a game that was played in the winters – that too by “gentlemen” in white flannels.
The college days too were no different. St. Xavier’s with its Jesuit values sought to make us good human beings – men and women for others – by imbibing in us the core mantra of “nihil ultra” (nothing beyond.
Life’s mission was simple – to be “good”. Nobody inculcated in us the burning desire to win against all odds. We were never taught that the peaks were there for scaling at any cost, “by hook or by crook” was just another phrase in our repertoire, never our raison d’être. Childhood wails and youthful shenanigans that were identified as demands for conspicuous consumption or instant gratification were strictly and without fail frowned upon.
Today as I go about teaching corporates how to manage their presence in the social media space, I find striking resemblances to the core values that were sought to be imbibed in us. Values, that have witnessed steady erosion since those halcyon days of yore. But that is another story.
The biggest difference between traditional and social media is that while in the traditional space you can get away by making tall claims, in the social media your bluff will be called even before you sit back after pressing the enter button. Social media is about what people say about you as opposed to you saying you are God’s gift to mankind.
- Be honest. That is why it is so overwhelmingly important to be honest in the social media. Your audience is the world at large and chances are that your balloons will be pricked with disastrous consequences to your reputation. Honesty pays, we were taught. It still does and will continue to do so.
- Listen more, talk less. As social media is all about conversations taking place around your brand, it pays to listen to people. No longer can companies get away with tall, even exaggerated claims and entities will do well to hear what is being said about them as opposed to being didactic.
- Be courteous. One of the characteristics of social media is its democratic core. People are attracted to your space and will be engaged, even converted into loyalists, by your tone, tenor and nature. A rude, holier than thou attitude is a definite no-no. If you are not courteous, you will shoo away your potential customers, even run the risk of creating enemies that will give you tons of negative publicity for free.
- Accept Mistakes. To err is human. In the rare case of being wrong be brave and honest enough to accept your mistakes and make honest confessions. This way not only will you stem the tide of criticism but may even come out stronger with people appreciating your genuine nature.
- Value other’s opinion. Learn to value the opinion of others. Even criticism can be for good and one must learn how to use them to tread on the path towards perfection. Browbeating those that harbour different opinion to submission is a mistake that many a corporate is wont to commit – something that should be guarded against zealously.
- Hold meaningful conversations. Entities used to take consumers for a walk in the garden by way of arresting advertising, often try to use similar tactics in the social media, albeit with dangerous consequences. Instead of hiding behind clever words and oft repeated clichés, be genuine and talk from the heart. The person you are talking to is not merely a potential customer, treat him or her with the respect you reserve for the crown.
- Keep in touch. Companies have got used to treating shareholders and complaining customers shabbily. Just by mailing the statutory reports, they pat themselves in the back. Not anymore. In the social media, one will have to be present on a 24 X 7 basis. Being in touch in a meaningful manner will therefore emerge as the key factor. Remember, entities that get in touch only when the need arises are looked upon as self seekers and most people have learnt to voice their displeasure about them.
- Share. I needn’t elaborate on this. A Fire Alarm that I saw the other day says it all “in case of a fire, take emergency escape route before tweeting about it”.
- Face Adversities. One common mistake that companies make in times of trouble is to go on the silent mode in the hope that things will ease out. Do not commit this cardinal sin in social media. By turning a blind eye you will only help aggravate things.
- Your family is your best friend. Do not restrict your employees from accessing your social pace. On the contrary, encourage and empower them to act as your brands ambassadors. Being members of your family, concerned about your well being and firm believers in your ability to deliver, they are the ones who can really spread your word and nip criticisms in the bud.